Generative AI continues to be a focal point for marketing services as clients embrace the technology despite public concerns about its societal impact. Significant adoption is seen among CMOs, with many utilizing AI for creative tasks and media management. WPP Media, previously known as GroupM, launched "Open Intelligence"—an AI-driven identity solution designed to refine targeting strategies by integrating client data with their foundational model. This initiative aims to personalize AI applications, promising increased efficiency and higher returns on marketing investments.
From that "foundational" system, WPP Media plans to build bespoke AI models tuned to the needs of each client, combining its model with their first-party data.
The American public believes generative AI will have a negative impact on U.S. society, according to recent polling by Pew and Forrester.
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